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Marriott International: A Managerial Strategic Audit, Brooke Eschenbrenner, Alex Zlatic, Madison Bechtel, Brandon Collins, Charlotte Straley, Grant Gubbels
Marriott International: A Managerial Strategic Audit, Brooke Eschenbrenner, Alex Zlatic, Madison Bechtel, Brandon Collins, Charlotte Straley, Grant Gubbels
Honors Theses
A strategic management audit of the public firm, Marriott International, was conducted to identify various factors and managerial strategies that affect Marriott and the global hotels and tourism industry. At the industry level, we conducted a PESTEL and Five Forces analysis, researched the competitive landscape, and assessed the total value potential. We found that the industry experienced a major decline during the COVID-19 pandemic but saw recovery as international travel opened up again. On the company level, we conducted an internal analysis, identified Marriott’s management structure, and identified the firm’s structure and strategies through a SWOT analysis and other relevant …